Chapter 13 Alternative Communication Channels PDF

KCOM 328 Alternative Communication Channels Ludi Koekemoer  Chapter 13 Alternative Communication Channels Aim of the chapter This chapter focuses on the characteristics of alternative 01 communication channels, the need for unexpected and unconventional com...

KCOM 328 Alternative Communication Channels Ludi Koekemoer  Chapter 13 Alternative Communication Channels Aim of the chapter This chapter focuses on the characteristics of alternative 01 communication channels, the need for unexpected and unconventional communication, the era of engagement, the connected economy, ambient media, buzz marketing and other popular channels and ways of communicating alternatively. Learning Outcomes The key characteristics of 1 alternative contact points; 6 Ambient media; What is meant by alternative 2 communication channels; 7 Buzz marketing; The need for unexpected and Why brands need to be talk- 3 unconventional 8 worthy; and communication; How the era of engagement Other ways of communicating 4 impacts on alternative alternatively, like augmented reality, communication channels; 9 sensory branding, product placement, non-linear advertising and video How a connected economy networks. 5 impacts on alternative communication channels; 13.1 Introduction Given this brand environment there are certain factors that need to be taken into account when creating a communication strategy. These are: ○ Media and consumer fragmentation ○ Consumers are time-starved ○ The internet ○ Digitisation ○ New channels are continuously emerging 13.2 The characteristics of alternative communication Two key characteristics of alternative contact points are that they are experienced in a manner that is both unexpected and unconventional. 13.2 The need for unexpected and unconventional communication With alternative communication the emphasis is on creating impact as a means of drawing attention to the brand to break through the clutter. 13.2 The need for unexpected and unconventional communication Consumers think more about Consumers can often recall what they need to buy than adverts but not the product about adverts. or brand being advertised. People remember impactful Emotions play a role in visuals for a long time. forming deep memory tracks. 13.3 The era of engagement The era of Businesses are Alternative engagement is re-evaluating their communication characterised by service models, channels are going consumer retail formats, and to have to be participation, delivery channels in powerful and involvement and light of the needs disruptive to break interaction. and interests of this through to these group complex consumers. 13.3.1 Disruption The central principle of Disruption can be disruption is that it breaks described as a means of down conventions that creating something limit and stifle the dynamic to replace exploration of unusual something that has opportunities. become static. 13.4 The role of a connected economy Integrated media planning relates to one big idea being consistently adapted across all contact points. The message stays more or less the same, whereas transmedia involves one brand that is represented and expressed in a variety of different ways. 13.4 The role of a connected economy Transmedia interaction is all about zero moments of truth (ZMOT), a concept created by Google to refer to the on-line decision-making moment. The principles underlying ZMOT are: ○ content is produced by the consumer; ○ the consumer is both an individual and a social being; and ○ multiple conversations take place in multiple formats and environments. 13.5 Ways of communicating alternatively 1 Ambient Tactics 6 Sensory Branding 2 Talk-worthiness 7 Product placement 3 Enablers 8 Non-linear advertising 4 Buzz Marketing 9 Video networks 5 Augmented reality (AR) 13.6 The future of alternative communication channels The future is about a world of In summary — we’ve only innovation driven by consumers’ started to scratch the surface. need to engage, to connect and There are many more excellent to experience. alternative communication channels and strategies to come!